Dr. Lidija Weis is an interdisciplinary scholar in the field of management whose research focuses on organizational behaviour, digital transformation, and service management. Her work investigates the impact of digital technologies, artificial intelligence, and social media on leadership, consumer behaviour, and human resource management, with particular emphasis on service quality and workforce competencies. She has published on social media advertising, customer experience, and organizational performance, especially in private and educational service contexts. Her current research interests include AI-driven leadership, the development of future competencies in human resource management, and the strategic role of digitalisation in enhancing organizational effectiveness.